Samanah Duran on How to be a Successful Womenpreneur

By Desiree Hicks

Waking up, checking Forbes and seeing your name on the Forbes 30 Under 30 list? Now that’s a dream. But for Samanah Duran, founder of Critics Clothing, it’s a dream come true. Samanah was recently recognized on Forbes 30 Under 30 Europe’s Retail & E-commerce list for her brand Critics Clothing.

Critics Clothing is a luxury streetwear brand that Samanah started just 5 years ago, in 2012. Samanah created her brand for people who want to take pride in their identity.  

Find out how Samanah reacted when she found out she made it on the list, what advice she has for women who want to follow in her footsteps and why she started her new platform, #BEYOUROWN.

How did you feel when you found out you would be a part of Forbes 30 Under 30 Europe?

To be honest, it was rather a shock; a pleasant surprise though I must say. For most entrepreneurs out there, myself included, Forbes 30 under 30 is a pretty big one to hit and its super amazing to be nominated. To be recognized as being influential within the retail and e-commerce sector is something I will remain proud of.

What advice do you have for the many young women who want to follow in your footsteps to becoming successful entrepreneurs?

Break some rules! Talking only of my experience and what I have learnt along the way, I believe that as long as you are authentic and passionate about what you believe in, then that is all that should be any entrepreneur’s focal point.

I believe that as long as you are authentic and passionate about what you believe in, then that is all that should be any entrepreneur’s focal point.

What was your biggest obstacle that may have impeded on your journey to success?

Initially, to really understand the direction that I wanted to push Critics Clothing towards wasn't so much an obstacle in the very beginning. It was however a crucial point when it came to fundamental decision making. The vision of the brand had to be thoroughly clear and present to be able to execute the strategy and in order to secure brand positioning within the market.

What sparked your interest into fashion, and when did you know you wanted to be a fashion designer?

I wanted to build my own empire from young, mostly because I was never too keen on taking direction from people. I started Critics Clothing at 22 by applying what I had learned in my experience in the creative industry so far and began building the brand.

It wasn't that it was a lifelong dream to be a fashion designer or to be even in the fashion industry. However, I always loved the ideology of building a brand based on my own personal ethos and beliefs that people can really connect and resonate with.

#BEYOUROWN is your platform that you launched. What is the most important thing you want people to understand about it?

#BEYOUROWN as a movement is about supporting women out there on a mission with a vision. I curated it to help inspire other young women out there and to offer advice and shed some insights on being an entrepreneur just from my own experiences and that of others. I think it is important to give back and help others as much as you can, so by getting other women in business on board to interview who are just as passionate about changing the way women in business think, I feel it can really help this and the next generation of business savvy women out there.


Want more of Samanah & Critics Clothing? No problem. Follow her on Instagram @samanahduran and visit